The new retail therapy: How focusing on customer wellbeing attracts and strengthens the customer epxerience
‘Retail therapy’. The phrase suggests a quick-fix shopping distraction from everyday life, however, in retail centres and stores around the country, a new retail therapy is emerging – one that firmly puts the customers’ mental health and wellbeing at its core.
Enter the ‘new retail therapy’ – a mental-health conscious approach to the retail experience that moves away from the ‘quick fix’ and focuses on improving consumers’ long-term emotional and social wellbeing.
By taking steps to create places, spaces and retail experiences that put the ‘therapeutic’ back into retail therapy, you can help enhance the long-term health of your customers and your business.
1. Foster social interaction and community connection
In 2023, the World Health Organization (WHO) declared loneliness and isolation to be a “global public health concern” that could lead to increased risk of disease and mental health issues. In fact, the WHO has launched an international commission to tackle the problem led by the US Surgeon General, Dr Vivek Murthy.
According to Dr Murthy, the solution to the loneliness epidemic is meaningful social connection and emphasises the powerful role communities and in-person experiences can play (2).
Our town centres play an essential role in their communities. Our customers come to our centres not only to shop for groceries and browse leading brands, but also for connection. This is why it’s equally important our centres are accessible, inclusive, engaging and entertaining.
Whether it’s an inclusive Mardi Gras or Holi Festival celebration, acknowledgement of NAIDOC Week, parent and baby support groups, or walking groups for older adults, providing in-person experiences can help people connect with like-minded groups and form stronger social bonds. In Stockland’s own town centres, it’s clear these experiences are having a positive effect in the community and are well-received, becoming an annual recurring event on the local communities calendar.
In particular, creating events that represent and cater for those at higher risk of social isolation can also help foster inclusivity (3). Holding up a mirror to customers helps them recognise themselves within their local communities, which contributes to a greater sense of belonging and wellbeing.
2. Develop spaces that nurture the senses
Busy shopping centres can sometimes feel overwhelming to the senses, particularly for those who are socially anxious or neurodivergent. To address this, many stores are introducing ‘quiet hours’ – low sensory times that help create a calmer, more predictable and inclusive environment. Shopping centre’s are also evolving with the introduction of ‘quiet rooms’ - low sensory rooms where respite can be found.
Outside ‘quiet hours’ or ‘quiet rooms’ consider making simple sensory adjustments to your environments as well. Reducing the intensity of lighting, turning down the volume of music or introducing calming scents such as lavender can help customers feel more grounded and relaxed.
These changes complement the work Stockland has been undertaking with Autism Spectrum Australia (Aspect) to improve accessibility for customers who either live with or care for someone with sensory differences. Together, we have created sensory maps to highlight areas in the centre that may be overwhelming to the senses, and identify quieter, calmer areas that may reduce anxiety. They allow customers to better navigate different levels of sensitivity across sound, lighting, smell and noise.
Stockland’s Head of Property Management, Town Centres Fiona Papworth said the maps have been well-received helping many customers plan their journey through the centres.
‘Our work with Aspect has allowed us to better understand how we can support neurodivergent customers as part of our commitment to welcome people of all backgrounds and abilities to our centres to play, work, shop and socialise.”
3. Embrace and enhance the self-care splurge
A recent Deloitte Insights article found that more than 75% of us make a splurge purchase each month (4). Though the trend of spending small on affordable luxuries is nothing new, the article also outlined a shift in the way consumers are thinking about their ‘treat’ purchases – particularly in the personal care category. Surveyed consumers indicated they were more interested in wellness, relaxation and stress relief than glamour or escapism when treating themselves, aligning with the new mental health-focused trend in retail.
Aware of this evolving customer need for more health and wellness options, Stockland has been incorporating more wellness focused retailers into our town centres focusing on emerging holistic treatments and self-care services such as float therapy, massage therapy and light therapy. Additionally, our strategic re-mixing approach is enhancing the diversity of food options and amenities, thereby fostering a stronger sense of place and community. By introducing features such as kids' cafes and indoor golf simulators, we aim to provide spaces for respite, play and escapism, ensuring that both customers and local communities have enriching experiences.
It’s clear the new retail therapy is all about forging authentic in-store and in-centre connections. It’s a positive shift that is good for customers, businesses and communities now and into the future.
Learn how you can partner with Stockland and embrace the benefits of the ‘new retail therapy’ here.
References
- National Study of Mental Health and Wellbeing (2020-2022), Australian Bureau of Statistics
- Our Epidemic of Loneliness and Isolation: The U.S. Surgeon General’s Advisory on the Healing Effects of Social Connection and Community, 2023
- Risk factors for loneliness, The Campaign to End Loneliness, Sheffield Hallam University, 2024
- For consumers, splurges aren’t just lipstick, Deloitte Insights, April 2023